Wasserman's women-focused division, The Collective®, has released a global report titled 'The Collective® Economy', drawing insights from 8,700 women across ten countries. The report reveals that a mere 4% of women feel completely understood by brands, while a significant 49% believe brands do not understand them at all.

The primary reason cited for this disconnect is that products often fail to fit the lifestyle of women. The report highlights that 66% of women are juggling personal goals and family priorities, yet marketing efforts typically address only one aspect of their identity. This suggests a gap in how brands are engaging with women, particularly those who are trying to balance multiple roles.

Interestingly, the report notes that 62% of women aged 61-65 feel brands understand them, which indicates that Boomers might feel increasingly invisible in the marketing landscape. This demographic insight points to a potential area of improvement for brands aiming to connect with older women.

Furthermore, the report underscores that 87% of women expect brands to take a stand on social issues, but there is a preference for action over slogans. This expectation suggests that women are looking for brands to demonstrate genuine commitment to social causes rather than merely paying lip service.

To aid brands in better connecting with women, the report introduces six new global marketing personas: The Mindful Multitasker, The Family-First Realist, The Independent Striver, The Empowered Advocate, The Global Dreamer, and The Creative Explorer. These personas are designed to help brands tailor their marketing strategies to better align with women's diverse identities and priorities.

The report advocates for identity-first marketing, which focuses on passions and roles, as opposed to traditional demographic marketing. This approach is suggested to be more effective in resonating with women by addressing their multifaceted identities.

The Collective® operates as Wasserman's women-focused global advocacy and advisory business, with a mission to enhance the visibility and inclusion of women across various industries. Wasserman itself is a global entity with operations in sports, music, entertainment, and culture, maintaining a presence in 28 countries and over 70 cities.

Thayer Lavielle, Managing Director of The Collective®, commented on the findings: "Women are telling us what matters to them and what doesn’t, and they clearly want products that support and reflect their lives, values, and priorities." Lavielle further stated, "This research provides a global pulse on how women feel they are being marketed to, by region, and where they feel brand marketers may be missing the mark."